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Nearly two-thirds of over 50s think advertisers are too young to understand them
A new survey of 1,028 Gransnet and Mumsnet users aged over 50 has revealed how they feel about advertisers and advertising - brands may be missing out on millions of pounds each year.
See the full results of our survey below.
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| To what extent do you agree or disagree with the following statements? When we refer to misrepresentation of your age group, we mean innacurate representations of your age group in advertising. By under-representation we mean a lack of people in your age group in advertising. | |
|---|---|
| Total | |
| Advertising misrepresents and under-represents my age group | |
| Net: agree | 78% |
| Net: disagree | 6% |
| Strongly agree | 30% |
| Somewhat agree | 48% |
| Neither agree nor disagree | 16% |
| Somewhat disagree | 5% |
| Strongly disagree | 1% |
| Advertising misrepresents my age group | |
| Net: agree | 81% |
| Net: disagree | 5% |
| Strongly agree | 36% |
| Somewhat agree | 45% |
| Neither agree nor disagree | 14% |
| Somewhat disagree | 5% |
| Strongly disagree | 0% |
| Advertising under-represents my age group | |
| Net: agree | 74% |
| Net: disagree | 8% |
| Strongly agree | 30% |
| Somewhat agree | 44% |
| Neither agree nor disagree | 18% |
| Somewhat disagree | 7% |
| Strongly disagree | 1% |
| Advertising fairly represents my age group | |
| Net: agree | 10% |
| Net: disagree | 71% |
| Strongly agree | 2% |
| Somewhat agree | 8% |
| Neither agree nor disagree | 19% |
| Somewhat disagree | 50% |
| Strongly disagree | 21% |
| Overall, which of the following sectors do you feel are under-representing or misrepresenting your age group in advertising? | |
|---|---|
| Total | |
| Travel | |
| Under-representing or misrepresenting my age group | 60% |
| Not under-representing or misrepresenting my age group | 37% |
| Holidays | |
| Under-representing or misrepresenting my age group | 61% |
| Not under-representing or misrepresenting my age group | 36% |
| Food and beverage | |
| Under-representing or misrepresenting my age group | 63% |
| Not under-representing or misrepresenting my age group | 32% |
| Cosmetics or beauty products | |
| Under-representing or misrepresenting my age group | 76% |
| Not under-representing or misrepresenting my age group | 22% |
| Financial and banking services (including insurance) | |
| Under-representing or misrepresenting my age group | 53% |
| Not under-representing or misrepresenting my age group | 44% |
| Health sector | |
| Under-representing or misrepresenting my age group | 53% |
| Not under-representing or misrepresenting my age group | 43% |
| Fast moving consumer goods (e.g. toiletries, laundry products) | |
| Under-representing or misrepresenting my age group | 70% |
| Not under-representing or misrepresenting my age group | 28% |
| Technology and gadgets | |
| Under-representing or misrepresenting my age group | 87% |
| Not under-representing or misrepresenting my age group | 12% |
| Fashion and clothing | |
| Under-representing or misrepresenting my age group | 69% |
| Not under-representing or misrepresenting my age group | 14% |
| Household appliances | |
| Under-representing or misrepresenting my age group | 53% |
| Not under-representing or misrepresenting my age group | 43% |
| Home decor | |
| Under-representing or misrepresenting my age group | 59% |
| Not under-representing or misrepresenting my age group | 37% |
| Cars | |
| Under-representing or misrepresenting my age group | 68% |
| Not under-representing or misrepresenting my age group | 30% |
| Entertainment industry | |
| Under-representing or misrepresenting my age group | 79% |
| Not under-representing or misrepresenting my age group | 17% |
| If you do think that advertising discriminates against your age group, how do the following make you feel? Please tick all that apply. | |
|---|---|
| Total | |
| Under-representation of generation | |
| Feeling angry | 7% |
| Feeling depressed or disheartened | 15% |
| Feeling invisible or ignored | 66% |
| I don't mind this | 14% |
| N/A I don't think advertising discriminates against my demographic | 8% |
| Misrepresentation of generation | |
| Feeling angry | 17% |
| Feeling depressed or disheartened | 26% |
| Feeling invisible or ignored | 48% |
| I don't mind this | 11% |
| N/A I don't think advertising discriminates against my demographic | 8% |
| Which solutions do you think the advertising and marketing industry should consider? Please tick all that apply. | |
|---|---|
| Total | |
| Have more realistic views on how my age group feels/lives | 78% |
| Avoid use of image altering software (e.g. Photoshop) in adverts that represent/target my age group | 68% |
| Use “real” people from my age group instead of actors in advertisements | 64% |
| Use more people from this age group in advertising | 64% |
| Speak more directly with my age group (through in-person focus groups) | 59% |
| Other solutions | 9% |
| In your opinion, which of the following age groups are ignored by advertisers? Please tick all that apply. | |
|---|---|
| Total | |
| Under 20 | 7% |
| 20-29 | 1% |
| 30-39 | 2% |
| 40-49 | 16% |
| 50-59 | 55% |
| 60-69 | 67% |
| 70-79 | 70% |
| 80 or older | 71% |
| In your opinion, which ONE of the following age groups is MOST ignored by advertisers? | |
|---|---|
| Total | |
| Under 20 | 1% |
| 20-29 | 0% |
| 30-39 | 0% |
| 40-49 | 1% |
| 50-59 | 21% |
| 60-69 | 20% |
| 70-79 | 18% |
| 80 or older | 38% |
| Why, if at all, do you think the 50+ age group is ignored? Please tick all that apply | |
|---|---|
| Total | |
| Perceived as not up to date with trends | 74% |
| Advertisers are too young to understand their market | 62% |
| Perceived as not being attractive enough | 60% |
| Perceived as too set in their ways | 59% |
| Being over 50 isn't something to aspire to | 57% |
| Perceived as not involved enough in social media | 53% |
| They're perceived as savers, not spenders | 37% |
| Perceived as not influential enough | 37% |
| They're not going to be around long enough | 25% |
| They're perceived as unreachable or difficult to reach | 13% |
| Perceived as not having enough money | 10% |
| Other | 6% |
| To what extent do you agree or disagree that the following are ways for advertisers to reach the 50+ demographic? | |
|---|---|
| Total | |
| By employing more older people to understand the audience better | |
| Net: agree | 88% |
| Net: disagree | 1% |
| Strongly agree | 45% |
| Somewhat agree | 44% |
| Neither agree nor disagree | 10% |
| Somewhat disagree | 1% |
| Strongly disagree | 0% |
| By asking us what we want and not making assumptions | |
| Net: agree | 93% |
| Net: disagree | 1% |
| Strongly agree | 67% |
| Somewhat agree | 27% |
| Neither agree nor disagree | 6% |
| Somewhat disagree | 0% |
| Strongly disagree | 0% |
| By acknowledging that we have spending power and focusing their efforts accordingly | |
| Net: agree | 92% |
| Net: disagree | 1% |
| Strongly agree | 62% |
| Somewhat agree | 31% |
| Neither agree nor disagree | 7% |
| Somewhat disagree | 1% |
| Strongly disagree | 0% |
| Do you avoid brands who you feel actively ignore your age group? | |
|---|---|
| Total | |
| Yes | 49% |
| No | 51% |
| Please think about the amount of disposable income you feel you've had at different points in your life. We'd like you to rank the following age groups by the amount of disposable income you feel you had at the time (where 1 = most disposable income). If you haven't yet reached an age, please select N/A for that age group. | |
|---|---|
| Total | |
| 20s | |
| 1 | 21% |
| 2 | 14% |
| 3 | 10% |
| 4 | 13% |
| 5 | 13% |
| 6 | 8% |
| 7 | 22% |
| N/A | 0% |
| 30s | |
| 1 | 13% |
| 2 | 17% |
| 3 | 7% |
| 4 | 17% |
| 5 | 19% |
| 6 | 24% |
| 7 | 4% |
| N/A | 0% |
| 40s | |
| 1 | 14% |
| 2 | 6% |
| 3 | 31% |
| 4 | 13% |
| 5 | 17% |
| 6 | 10% |
| 7 | 11% |
| N/A | 0% |
| 50s | |
| 1 | 14% |
| 2 | 26% |
| 3 | 14% |
| 4 | 28% |
| 5 | 8% |
| 6 | 7% |
| 7 | 3% |
| N/A | 0% |
| 60s | |
| 1 | 24% |
| 2 | 18% |
| 3 | 18% |
| 4 | 13% |
| 5 | 24% |
| 6 | 4% |
| 7 | 0% |
| N/A | 0% |
| 70s | |
| 1 | 8% |
| 2 | 15% |
| 3 | 17% |
| 4 | 10% |
| 5 | 11% |
| 6 | 33% |
| 7 | 6% |
| N/A | 0% |
| 80 or over | |
| 1 | 7% |
| 2 | 4% |
| 3 | 4% |
| 4 | 8% |
| 5 | 8% |
| 6 | 14% |
| 7 | 54% |
| N/A | 0% |
| What do you spend the majority of your disposable income on? Please select up to three options. | |
|---|---|
| Total | |
| Holidays | 53% |
| Children and grandchildren | 46% |
| Entertainment (eating out, shows, days out etc) | 43% |
| DIY/Home | 29% |
| Clothes | 25% |
| Car | 12% |
| Gadgets | 9% |
| Beauty | 8% |
| Health | 7% |
| N/A: I don't have any disposable income | 6% |
| Other | 9% |
| Below are some assumptions about the over 50s. For each, please stats whether you agree or disagree that advertisers make these assumptions. | |
|---|---|
| Total | |
| That they're not digital savvy | |
| Advertisers make this assumption | 84% |
| Advertisers do not make this assumption | 7% |
| Don't know | 9% |
| That over 50 equals 'old' | |
| Advertisers make this assumption | 80% |
| Advertisers do not make this assumption | 11% |
| Don't know | 9% |
| That 50 and 90 year olds are a homogeneous group | |
| Advertisers make this assumption | 68% |
| Advertisers do not make this assumption | 13% |
| Don't know | 19% |
| Forgetting that they're also interested in the same things as anyone else (clothing, travel, cars etc) | |
| Advertisers make this assumption | 82% |
| Advertisers do not make this assumption | 11% |
| Don't know | 7% |
| That they're all on pensions and can't afford things | |
| Advertisers make this assumption | 56% |
| Advertisers do not make this assumption | 25% |
| Don't know | 18% |
| That they're miserly or stingy | |
| Advertisers make this assumption | 37% |
| Advertisers do not make this assumption | 32% |
| Don't know | 31% |
| That they're not worth bothering with | |
| Advertisers make this assumption | 63% |
| Advertisers do not make this assumption | 18% |
| Don't know | 19% |
| That they're set in their ways | |
| Advertisers make this assumption | 74% |
| Advertisers do not make this assumption | 11% |
| Don't know | 15% |
| That they don't have any influence amongst others | |
| Advertisers make this assumption | 72% |
| Advertisers do not make this assumption | 12% |
| Don't know | 16% |
| When it comes to endorsements, who/what do you trust the most? | |
|---|---|
| Total | |
| Recommendations from friends or family | 45% |
| Online product reviews at point of sale (e.g. Amazon) | 19% |
| Online personal recommendations from other users (on sites like Gransnet or Mumsnet) | 17% |
| Editorial reviews (e.g. Which?) | 12% |
| TV ads | 1% |
| Print media | 1% |
| Internet ads (e.g. on Facebook, on websites) | 1% |
| Bloggers/influencers | 1% |
| Radio ads | 0% |
| Celebrity endorsements | 0% |
| Other | 4% |
| How often do you buy each of the following goods online? | |
|---|---|
| Total | |
| Fashion and clothing | |
| I buy this kind of item online most or all of the time | 31% |
| I buy this kind of item online sometimes | 56% |
| I never buy this kind of item online | 13% |
| Cosmetics or beauty products | |
| I buy this kind of item online most or all of the time | 13% |
| I buy this kind of item online sometimes | 48% |
| I never buy this kind of item online | 39% |
| Food | |
| I buy this kind of item online most or all of the time | 16% |
| I buy this kind of item online sometimes | 39% |
| I never buy this kind of item online | 45% |
| Home decor | |
| I buy this kind of item online most or all of the time | 9% |
| I buy this kind of item online sometimes | 56% |
| I never buy this kind of item online | 35% |
| Home appliances | |
| I buy this kind of item online most or all of the time | 28% |
| I buy this kind of item online sometimes | 57% |
| I never buy this kind of item online | 15% |
| Entertainment (e.g. restaurant bookings, tickets to shows/cinemas) | |
| I buy this kind of item online most or all of the time | 40% |
| I buy this kind of item online sometimes | 46% |
| I never buy this kind of item online | 14% |
| Books and publications | |
| I buy this kind of item online most or all of the time | 50% |
| I buy this kind of item online sometimes | 43% |
| I never buy this kind of item online | 8% |
| Items for children or grandchildren | |
| I buy this kind of item online most or all of the time | 30% |
| I buy this kind of item online sometimes | 57% |
| I never buy this kind of item online | 14% |
| Technology and gadgets | |
| I buy this kind of item online most or all of the time | 35% |
| I buy this kind of item online sometimes | 51% |
| I never buy this kind of item online | 13% |
| Financial products (including insurance) | |
| I buy this kind of item online most or all of the time | 42% |
| I buy this kind of item online sometimes | 33% |
| I never buy this kind of item online | 25% |
| Holidays | |
| I buy this kind of item online most or all of the time | 53% |
| I buy this kind of item online sometimes | 32% |
| I never buy this kind of item online | 15% |
| Travel | |
| I buy this kind of item online most or all of the time | 54% |
| I buy this kind of item online sometimes | 34% |
| I never buy this kind of item online | 12% |
| To what extent would you say you notice advertising? | |
|---|---|
| Total | |
| Net: a great deal or a lot | 27% |
| Net: little or not at all | 29% |
| A great deal | 7% |
| A lot | 20% |
| A moderate amount | 44% |
| Little | 24% |
| Not at all | 5% |
| Which of the following types of advertising do you engage with when you encounter it? | |
|---|---|
| Total | |
| Magazine or newspaper advertising | |
| I engage with most or all of the time | 7% |
| I engage with some of the time | 62% |
| I do not engage with | 31% |
| TV advertising | |
| I engage with most or all of the time | 6% |
| I engage with some of the time | 55% |
| I do not engage with | 39% |
| Advertising on transport (e.g. tube, train, bus) | |
| I engage with most or all of the time | 4% |
| I engage with some of the time | 43% |
| I do not engage with | 53% |
| Radio advertising | |
| I engage with most or all of the time | 3% |
| I engage with some of the time | 40% |
| I do not engage with | 57% |
| Online display advertising | |
| I engage with most or all of the time | 5% |
| I engage with some of the time | 47% |
| I do not engage with | 48% |
| Influencer (blogger/vlogger) marketing | |
| I engage with most or all of the time | 3% |
| I engage with some of the time | 30% |
| I do not engage with | 67% |
| If advertising was more representative of people in your age group, do you think you would be more or less likely to be receptive to them? | |
|---|---|
| Total | |
| Net: likely | 69% |
| Net: unlikely | 8% |
| Very likely | 15% |
| Somewhat likely | 54% |
| Neither likely nor unlikely | 19% |
| Somewhat unlikely | 4% |
| Very unlikely | 4% |
| I don't know | 4% |
Take a look at the results summary here.
A survey of 1,028 Gransnet and Mumsnet users living in the UK and over the age of 50, between August 22nd and September 24th 2018. The data is not weighted.
Images: Shutterstock